Dairy Free Foods
This clever campaign is advertising Diaya dairy-free foods. This product is being advertised to show that it tastes just as good as other products that have dairy products in them. While the intended target for dairy-free products is normally lactose-intollerant folks or healthnuts, this campaign seems to be geared towards the general public. With ads placed all over the city and a campaign that capitalizes on not being able to notice the difference, this campaign is trying to convince new people to try the product.
The connection between this product and the target's need is the idea that this dairy-free product tastes just as good as other products. The single most important thing is: You won't be able to tell that this product is dairy-free. In other words, it will taste the same as other products that have dairy in them.
The visuals and copy in these ads support the message, but the media placement is what ties this whole campaign together. While the ads are pretty basic, the strategic use of size and placement for the ads communicates the message of how hard it is to notice the fact that the product is dairy-free.
While creating an ad that is hard to notice is risky, clever ads like this are fun for consumers are have a much higher likelihood of being shared between consumers. Taking this strategic placement risk also allows what would normally be a boring product ad to break through the clutter and effectively communicate the message.
The connection between this product and the target's need is the idea that this dairy-free product tastes just as good as other products. The single most important thing is: You won't be able to tell that this product is dairy-free. In other words, it will taste the same as other products that have dairy in them.
The visuals and copy in these ads support the message, but the media placement is what ties this whole campaign together. While the ads are pretty basic, the strategic use of size and placement for the ads communicates the message of how hard it is to notice the fact that the product is dairy-free.
While creating an ad that is hard to notice is risky, clever ads like this are fun for consumers are have a much higher likelihood of being shared between consumers. Taking this strategic placement risk also allows what would normally be a boring product ad to break through the clutter and effectively communicate the message.
Advertising Agency: TDA_Boulder, Boulder, USA
Creative Director: Jeremy Seibold
Art Director: Austin O’Connor
Copywriter: Dan Colburn
Executive Creative Director: Jonathan Schoenberg
Published: February 2015
http://adsoftheworld.com/media/outdoor/daiya_foods_hard_to_notice_1
Creative Director: Jeremy Seibold
Art Director: Austin O’Connor
Copywriter: Dan Colburn
Executive Creative Director: Jonathan Schoenberg
Published: February 2015
http://adsoftheworld.com/media/outdoor/daiya_foods_hard_to_notice_1